La gamificación expandida: análisis de sus características en aplicaciones de citas y sus efectos en la afectividad

This article explores gamification in service applications, particularly in dating apps. The methodology consisted of 20 in-depth interviews conducted with young adults from the Metropolitan Area of Buenos Aires. Also, observations and analysis of interfaces and 2000 profiles on dating apps were carried out. Based on the review of the state of the art and fieldwork, evidence, reflection, and analysis are provided around the gamification strategies implemented by dating apps such as Tinder, Bumble, Happn, and Okcupid. Among the results, it is argued that these contact technologies, through the use of an expanded range of gamification —such as swiping, likes, superlikes, colors, sounds, celebrations, emojis, stickers, games, chaining of contacts and contents— retain millions of users through a high level of attachment, and modulate part of contemporary affectivity.